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And a spokesperson for eating disorder charity Beat condemned the advert.

They said: “Eating disorders are serious mental illnesses and anorexia has the highest mortality rate of any mental illness. This advertisement is completely inappropriate; it trivialises the struggles people with eating disorder face and compromises the steps that have been taken to increase understanding of eating disorders.”

But Soni Sidhu, manager of Sidhu Golden Fish and Chips, has defended the advert.

Sidhu Fish and Chips in Battle Hill which has a cartoon of Victoria Beckham on the back of it's delivery van (Image: newcastle chronicle)

He said: “I as the manager on the behalf of all our staff and owners would like to state we recognise how serious eating disorders are and would never make light the seriousness of people with eating disorders.

“We are not a fly-by-night business trying to make a quick buck. Anorexia and any mental illness are very serious. I personally have suffered from depression It was through the advice of my GP and help from my family who taught me and helped me to live life with a smile I beat it! This mindset continues through our work we like to have a smile and joke. We have always stated even if one individual is upset or offended by our advert we would be more than happy to take it down.”

Mr Sidhu said the public had supported the sign and alleged he takeaway did not produce the image, instead finding it after typing ‘thin’ into Google.

The takeaway now own the image, Mr Sidhu said, and he confirmed he would take it down if they receive a complaint in writing - which is yet to happen.

He added: “We would like our customers and all people in general to take our advertising in context. It is offered as a fun way to make people smile, and to escape from the daily hustle and bustle of life.

“We would be genuinely horrified if anyone was genuinely offended. If in 2017 Britain we are asked to take down this advert it will be a sad day for freedom of expression.”